D-Link wants retailers to harness omni-channel opportunities
Networking vendor wants retail partners to unlock opportunities by enhancing omni-channel experiences to customers
D-Link Corporation, a provider of connectivity solutions for small, medium and large enterprise business networking, is encouraging its retail partners in the Middle East and Africa (MEA) to exploit omni-channel opportunities that enhance customer experiences.
According to the vendor, the call comes as the company is preparing to grow and cement its retail offerings to retailers across the region.
Sakkeer Hussain, director - Sales and Marketing, D-Link MEA, said the power retail sector in the region and especially in the UAE and other Gulf countries has become well organised. "From inventory management to ordering, promotions to pricing and customer management to customer servicing they are now excelling on all fronts," he said. "These are all good pointers that the retail channel has strengthened its foundations for the long run."
Hussain said despite the tough business climate prevailing currently, retailers have continued to innovate amidst these challenges. "That's why we are encouraging them to continue innovating especially around omni-channels," he said. "IT hardware has for some time now become a commodity and as a result not much margins can be made on certain products hence the need for retailers to explore ways on how they can add value, offer post-sales services or enhance customer experiences that increase footfall to their offline and online stores."
He said analysts reports indicate that the traditional reseller and dealer channel accounts for between 5% to 8% of all consumer electronics sales with the rest going through bricks and mortar retailers, e-tailers and e-commerce sites.
However, added Hussain, this does not mean that the threat of e-tailers and online shops on bricks and mortar doesn't exist. "Most bricks and mortar retailers have already initiated their own e-commerce sites or online presence and are preparing themselves for when the channel hits optimum capacity," he said. "In fact, most are already offering or have embraced omni-channel strategies something that we embolden and support at D-Link. "I believe retailers should offer their customers both online and offline experiences as they bid to attract more footfall and increase their sales," he said.
Hussain explained that D-Link has been very consistence in all the allainces it enjoys with all its retail partners across the region. "After serving the MEA market for over 20 years now, we enjoy very fruitful partnerships with all our partners in retail and the traditional reseller channel," he said.
Looking ahead, Hussain pointed out that D-Link will continue to engage with retailers to ensure they are assisted with everything they need to succeed in the market. "We are in a position to speedily attend to our retailers and traditional dealer channels," he said. "We have remained focused on ensuring our retail business remains buoyant and that's largely due to the high broadband penetration rates in the Middle East especially in GCC countries and this goes hand-in-hand with our networking products."